Going beyond the buzzword: what exactly is CRM?

Authors
Citation
La. Fletcher, Going beyond the buzzword: what exactly is CRM?, LEARN PUBL, 14(3), 2001, pp. 213-222
Citations number
1
Language
INGLESE
art.tipo
Article
Categorie Soggetti
Communication
Journal title
LEARNED PUBLISHING
ISSN journal
0953-1513 → ACNP
Volume
14
Issue
3
Year of publication
2001
Pages
213 - 222
Database
ISI
SICI code
0953-1513(200107)14:3<213:GBTBWE>2.0.ZU;2-3
Abstract
Customer Relationship Management (CRM) is a business strategy for improving profitability by focusing on customer needs and creating an attentive rela tionship with the customer. It involves a personalized and interactive appr oach for the entire customer lifecycle. Successful implementation of a CRM approach requires changes in organization structure, culture, and skills, a s well as front- and back-office information systems. CRM is a hot topic at the moment, and the marketplace of 'CRM solutions' is rife with confusing jargon, grandiose claims, and marketing hyperbole. This article attempts to explain what CRM actually is (and isn't), and provides some suggestions fo r how you should approach CRM for your business.